Quality Off-site Link Building

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Из курса от партнера University of California, Davis

Optimizing a Website for Search

648 оценки

University of California, Davis

Optimizing a Website for Search

648 оценки

Курс 3 из 6 — Specialization Search Engine Optimization (SEO)

Learn the ins and outs of optimizing a website, from conducting an initial audit to presenting your findings and recommendations. Hands-on activities include learning how to select and apply appropriate keywords throughout a website, incorporating keyword research in a content marketing strategy, and optimizing a site for local search. You will also learn strategies for setting goals and client/stakeholder expectations, building effective analytics and reports, and communicating SEO improvements.

Из урока

Local SEO

Welcome to week 3! In the lessons that follow, you will take a close look at local SEO strategy. You will see how to optimize your Google business pages, on-site content and external references such as citations, backlinks, and reviews to help your local business have higher visibility in the local search landscape. By the end of this module, you should be able to not only describe a bit of the history of how Google displays local searches but also utilize best practices to develop a high quality local SEO approach.

Why's Local SEO Important?2:02

Local SEO History3:58

Current Local SEO Landscape3:38

Organic Search Versus Paid Advertising5:05

Google My Business!8:57

Improving Your Local Visibility10:17

Importance of Off-site Citations4:54

Quality Off-site Link Building8:07

Importance of Customer Reviews7:09

Познакомьтесь с преподавателями

Rebekah May
SEO Manager & Lead SEO Instructor, Lead Qual
UC Davis Division of Continuing and Professional Education

Welcome back.

Citations of your business are extremely important to local SEO.

But just like traditional SEO, links are still a big ranking factor.

As you can imagine, your strategy for

developing links is a little bit different for a local business.

In this lesson,

we'll consider the key questions you should use to evaluate potential links and

examine some of the tried and true methods for obtaining quality links.

When looking at what links you should acquire to help boost your SEO strategy,

you should have a big picture in mind.

Don't settle for a poor or mediocre link just because it is easily obtainable.

You should focus on quality links that will help your business and

SEO as a whole.

When considering a link, you should ask yourself the following questions.

Will your potential customers be exposed to this link?

If so, how likely are they to visit the site?

Exposure is great as this helps build visibility, but

quality referral traffic is even better.

What is the reputation of the site you are seeking a link from?

If the site looks low quality and spammy, you should go elsewhere.

One, this can potentially harm your SEO strategy

by receiving links from low quality sites.

And two, it isn't a great idea to have your business associated with spam.

Let's discuss some methods for obtaining quality links for your local SEO strategy.

Look at Local News Sources.

There are a couple of different methods you can try to gain a link from a local

news source.

Avoid ads, as these paid links will be discounted by search engines.

Do your local news sites or blogs accept contributions?

Many of these sites will accept stories from the local community.

If this is the case, you can often include a link within the story or

in the author byline.

If they don't accept a story contribution,

take a look at what the existing reporters and writers cover.

You may find that one covers topics closely related to your business.

If so, build a relationship with them.

If you see or hear something newsworthy, let the writer know.

The author may give you credit for the scoop with a link.

In time, you may be able to get them to write about an event your business

is hosting or reference your business in some way.

Another option is to hold a newsworthy local event.

A contest that helps support your community in some way or

some other form of community outreach.

If the idea is newsworthy, local news sites will pick this up and link to you.

Many local blogs and sites will often hold contests

where readers will vote on the best type of business for a particular category.

For example, when visiting a restaurant, you may see signs like,

Voted best breakfast in the Bay Area by local website readers.

These contests are usually hosted on local sites that run polls.

Pay attention to contests that are taking place, as the winner and

runners up can easily get a link back to their website.

You may even want to contact the site running the contest

to let readers know of any special deals or

promotions you have going on through the length of the contest.

This will not only incentivize potential customers to visit you, but

also may result in an immediate link to your site or

page on your site featuring the deal you're referring to.

If you are offering something of value to the site's readers,

they have a higher chance of linking out to you.

You can look for these contests by searching Google, or your local sites for

past contests.

Once you find sites that have had contests in the past,

this means they are likely to hold similar contests in the future.

I suggest creating a feed of these sites that you can easily keep updated with.

Services like feedly are great for this.

You can also set up Google Alerts to search for

contests in your area that are relevant to your business.

I have included some potential Google search queries

that you can use to find past or existing contests in your area.

It's a good idea to check contests both on a city level, an area level,

such as Bay Area, or East Bay, or even try county names.

You can also try state level contests.

I also suggest looking for terms like nominate and vote.

You should also search for contests specific to your business type.

For example, if you are a restaurant, Google something like best restaurant

+ nominate + your location, for example Davis, to find a list of contests.

It is even better if you can get really specific.

For example, if you are a restaurant that sells burgers,

instead of using the phrase restaurant, use burger.

You can see a list of potential opportunities in the screenshot.

Trying out all the various terms will be a bit of a time-consuming process but can

potentially net you with a lot of quality links and improve your online visibility.

Another option for gaining local links are through sponsorship and

donation opportunities.

There are many organizations that benefit greatly from sponsorships and donations.

And a lot of these organizations will have a dedicated place on their website

to thank donors for their support.

One method for finding these opportunities is through using Google search operators

to look for local businesses that have a URL on their site dedicated to sponsors.

Simply type your Location + inurl search operator

with the keyword sponsors or donors, or donations.

Technically, these are paid links, so this is a bit of a grey area.

But sponsoring and donating to worthwhile causes shouldn't negatively

impact you as long as you keep a well-balanced link profile.

If the majority of your link profile was sponsorship opportunities yet

you had few links from other sources, this would seem a bit off.

Try to make sure sponsorship opportunities

make up a smaller portion of your overall backlinks.

Another option for acquiring local backlinks

is offering discounts to students, teachers and alumni.

You can search for local educational institutions

to see if they have resources dedicated to student discounts and

then contact them to inform them of your business and your discount to its members.

You may also find other relative sites that track and

publish this type of information.

Last but not least, Build/ Leverage Business Relationships.

Attend community events, conferences and

conventions where you can meet and network with other business owners in your area.

This will not only help you from a link building standpoint, but

will prove useful in a variety of other ways.

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